The last session of WWDC ‘09 yesterday was about publishing on the App Store. The content of sessions is under NDA, so I can’t tell you what it was about. So I’ll tell you what wasn’t in it: the audience Q&A session that succeeded nearly every other WWDC session and usually provided invaluable access to Apple employees and useful additional knowledge to attendees. The session itself blew through its lightweight examples quickly, ending 45 minutes early. The majority of the audience was clearly there for the Q&A. As people lined up at the microphones around the room, the presenter abruptly showed a simple slide with only “WWDC” in plain lettering, thanked us for coming, and bolted off the stage. The Apple engineers, usually staying around the stage for one-on-one questions, were gone. The lights came up instantly, and it was the only session that didn’t end in music. The audience was stunned.
It was a giant middle finger to iPhone developers. And that’s the closing impression that Apple gave us for WWDC.
In four or five years of attendance, the only WWDC sessions I have ever seen without Q&A were those that ran out of time. The App Store team simply knew what the questions were going to be like and were unwilling to face them.